Lead generation was not enough. Every trial enquiry also had to be captured, contacted, booked, and tracked.
I connected Meta Ads to a GoHighLevel system: a nine-stage CRM pipeline, six workflows, trial booking, SMS and email follow-up, and no-show recovery.
This martial arts marketing automation case study follows one enquiry path from the ad to a recorded outcome. Meta Ads could generate interest in classes and trial programs, but a useful system also needed to manage the enquiry after submission.
The project connected advertising, lead capture, CRM stages, follow-up, trial booking, appointment status, and no-show recovery inside one operational flow.
The system was designed to prevent a set of common gaps. I am not claiming every one of them existed here beforehand, because I did not audit the prior state in a way that would let me say so.
Leads entering without a clear status, so nobody can say where an enquiry stands.
Slow or inconsistent follow-up, depending on who is free and whether anyone remembers.
No visible lead owner, so an enquiry can sit with everyone and nobody.
Trial enquiries becoming difficult to track once the conversation moves off the form.
Bookings not reflected in the pipeline, so the CRM and the calendar disagree.
Missed appointments receiving no structured next step and quietly dropping out.
Advertising data staying disconnected from CRM activity.
Staff having limited view of the current lead stage.
Spend continues while enquiries already paid for go unworked.
The path the system was built to replace
The path that was built
Ten steps between the ad impression and a recorded outcome. Only the first two happen inside Meta.
Campaigns run against class enquiry and trial objectives.
The enquiry is captured through a defined entry point rather than a direct message.
The person is stored once, with the information the follow-up needs.
The campaign that produced the enquiry stays attached to the record.
The opportunity opens at New Lead, so its position is visible immediately.
Follow-up begins without anyone remembering to start it.
The prospect can schedule a trial class from the follow-up itself.
The booking is reflected against the opportunity, not only in the calendar.
A missed trial triggers a defined next step instead of ending the thread.
The opportunity closes at a stage that reflects what actually happened.
A lead is not valuable simply because it entered a form. It becomes useful when the business can see its source, status, owner, next action, booking state, and final outcome.
The campaign objective was connected with the operational next step. A lead needed to enter the CRM and move toward a trial booking rather than remain only a platform submission.
The account runs engagement campaigns, website lead campaigns, and instant form campaigns side by side rather than one objective throughout.
Campaign names separate adult and kids programs, so enquiries arrive already segmented by who the class is for.
Campaigns are numbered in phases, which makes it possible to see what was tried and in what order.
The campaign side is described in more depth on the paid advertising services page
This is a third-party site audit of sixthsensemma.com, crawled on 4 August 2026. It is context for the paid and CRM work rather than a result I am claiming, because search was not part of the engagement.
These come from the crawl itself, so they are facts about the site on the day it ran.
These are Ubersuggest's estimates. They are useful for direction and they are not a substitute for the academy's own analytics.
A modelled traffic figure and a Search Console figure can differ by a wide margin in either direction. Quoting an estimate as though it were measured is how a case study stops being trustworthy, so both are labelled here and neither is dressed up as the other.
1,088 of 1,260 discovered URLs are blocked from crawling. That is most of what the tool could see, sitting directly beside a score of 99 and three green badges.
Search was not in scope for this engagement. The work described on the rest of this page is paid acquisition, CRM and automation, and none of the figures above is presented as something I produced.
The pipeline holds nine stages. Six are visible in the capture below. The remaining three sit past the horizontal scroll, and I am not naming them here because I will not publish stage labels I cannot show you.
The opportunity opens here the moment the enquiry is captured. Nothing has been attempted yet, so this stage is a queue rather than a status.
First outreach has gone out. The stage separates enquiries somebody has touched from enquiries still waiting.
The prospect has responded. This is the point where automated follow-up should stop and a person should take over.
A trial class is booked. The opportunity now has a date attached and the reminder sequence becomes relevant.
The prospect attended. Attendance is recorded against the opportunity rather than living only in the calendar.
A second session attended. Multiple trial stages exist because a martial arts decision is rarely made after one class.
Three further stages continue the journey to a closed outcome. They are not published here because the capture does not show them and I will not invent labels.
A useful pipeline should show where the enquiry is, who is responsible, and what needs to happen next.
Six workflows are active. The account holds more than six in total, with drafts alongside the published ones, which is normal. The names below are the real workflow names as they appear in the account.
The entry point for enquiries that arrive through a Meta instant form rather than the website.
The same job for enquiries submitted through the website or the campaign landing page, so both routes end in the same place.
Classes run through the evening, which is exactly when enquiry calls arrive. This workflow responds when the phone cannot be answered.
A booked trial that nobody attends is the most recoverable loss in the whole system, and the easiest one to let disappear.
When a prospect enrols, the opportunity has to be marked won. Without this the pipeline slowly fills with people who already joined.
Follow-up keyed to the Contact Attempted stage rather than to the form submission. Held in draft rather than published, which is why it is not counted among the six active workflows.
Message content, exact send delays, and enrolled contact records are not published here. What is shown is the structure: what starts a workflow, what it does, what stops it, and how it relates to the pipeline.
The purpose was not to send more messages. It was to make communication consistent and relevant to the lead's stage.
Used where speed changes the outcome and the message fits in a sentence.
Used for anything a parent or prospect may want to come back to.
Automated follow-up ends once the prospect responds, so a person is not talking over a workflow.
A booked trial ends the chasing sequence and hands over to the reminder sequence.
What sends depends on the pipeline stage, not only on how long ago the lead arrived.
A returning enquiry updates the existing contact rather than creating a second one.
Reminder and recovery paths branch on appointment status rather than running blind.
SMS consent is captured on the form itself, at the point of submission.
The booking is the point the whole acquisition side exists to reach. Everything before it is preparation and everything after it is delivery.
The booking layer is part of marketing automation services
Without appointment status, advertising reports may show a lead while the business still cannot see whether the person booked or attended.
An enquiry exists. Nothing has been agreed and nothing is scheduled.
A date exists. The reminder sequence becomes relevant from here.
The prospect turned up. The opportunity advances to a trial completed stage.
The date passed without attendance. This is a status, not the end of the record.
A new date replaces the old one and the reminder sequence restarts.
Won or lost, recorded so the pipeline reflects reality rather than accumulating open records.
The goal was to prevent missed appointments from disappearing without a clear follow-up action. Whether somebody rebooks is not something a workflow controls. Whether they are contacted is.
Driven by the No Show Automation workflow, which stops as soon as a new trial is booked
Six areas, all verifiable in the captures above. Nothing listed here is aspirational.
Separated by what I implemented myself and what depended on the academy. I did not teach classes, take sales calls, or run the front desk, and the system only works because people there do.
Automation moves the record. It does not decide whether somebody enjoyed the class.
No lead counts, cost per lead, booking rates, attendance rates, or revenue figures are published on this page. I have not been given verified numbers I can stand behind, so the outcome below is described operationally rather than numerically. The only figures anywhere on this page are the third-party site audit readings in section 05, which cover search rather than this work.
Lead generation and CRM activity are connected, so a campaign enquiry has a record rather than only a notification.
Trial enquiries enter a defined pipeline with nine stages instead of an undifferentiated list.
Six workflows support the journey from first contact to closed outcome.
Booking activity is connected with the lead record rather than sitting only in a calendar.
Appointment status can be seen against the opportunity, including no-shows.
Missed trials have a defined follow-up path with a stop condition.
SMS and email support different points in the journey rather than duplicating each other.
The team has clearer visibility into where each enquiry stands.
Every campaign lead has a structured next action attached to it.
Five things this build makes obvious, all of which apply to any academy running paid enquiries.
An ad platform submission still needs ownership, follow-up, booking, and outcome tracking before it means anything.
Stages should reflect real decisions and actions. Separate trial stages exist here because a martial arts decision is rarely made after one class.
Replies, bookings, appointment status, and stage movement should affect what communication happens next.
A missed appointment should trigger a defined decision rather than disappear from the CRM.
The business needs to understand what happens after the lead is generated, not only how many arrived.
Three service pages describe the layers this build sits across.
The Meta Ads side. Campaign structure, lead forms, landing pages, tracking, and the connection into the CRM so a lead arrives with its source attached.
Marketing automation servicesThe GoHighLevel side. Pipelines, lead routing, follow-up workflows, missed call recovery, booking automation, no-show recovery, and reporting.
Web design and developmentThe pages behind the ads. Landing pages built so the form, the tracking, and the CRM connection line up with what the ad promised.
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I can review your Meta Ads, lead forms, landing pages, GoHighLevel account, pipeline, workflows, trial booking process, appointment tracking, and no-show follow-up before defining the highest-priority improvements.